More than 3.5 billion searches are made on Google every day. It is the most used search engine on the internet across all platforms, although alternatives include Bing and Yahoo. If you want your pest management company to be ranked high with Google, focus on the following:
1. Website optimization.
In pest control, that means organizing your site by pest. Although your business goal may be recurring revenue, the customer’s initial call almost always is driven by a pest problem he or she currently is experiencing. That means recurring revenue is a sales issue, not a marketing issue.
Take action: Create a landing page for each pest, and include content that will help convince potential customers you are the best choice for each pest control issue.
2. Search engine optimization (SEO).
When you organize your site by pest, not only are you providing the best option for your customers, you are creating pages that have the best chance to rank your most important keywords.
Take action: Use your homepage to compete for the terms “pest control” and “exterminator,” and your pest pages to compete for each corresponding pest. Check out TrulyNolenOhio.com for a solid example.
3. Google reviews.
Many customers won’t make a decision without first consulting online reviews. If you don’t have a proactive review strategy, the lunatic who thinks you’re a scam artist is going to be the only person who reviews your services.
Take action: You need a large number of good reviews from your customers who know you do a great job.
4. Google Ads (formerly Google AdWords).
Online pest control advertising is competitive and expensive. If you know what you’re doing, it’s a gold mine; if you don’t, it’s a money pit. The process has become so complicated that you just can’t do it on your own anymore.
Take action: Hire a pro with a proven track record working with pest control companies. And include Bing, too. The intent is the same as Google, but the clicks often are considerably cheaper.
5. Local Services by Google.
This is a relatively new product that provides leads on a pay-per-call basis. Do you want high quality phone calls that often come at the price of a click?
Take action: Get started with this right away. Learn more at Ads.google.com/local-services-ads.
6. Google My Business.
Google features this prominently in every search where local content is displayed, which means nearly every search for a pest control firm. Google My Business has the potential to generate a ton of phone calls from customers in your own backyard.
Take action: There’s a lot at stake with this program, so hire a pro to help you. Learn more at Google.com/business.
7. Social media.
While this is the one tool almost all pest control companies use, it is by far the least effective if you are trying to get hundreds of calls per month. If you want two or three calls a week using an inexpensive tactic, this approach could be for you. But if you need 200 or 300 calls per week, this will be like feeding a breath mint to a whale.
Take action: There’s nothing wrong with engaging with customers and prospects on social media, but don’t put all your eggs in this basket and assume Google will rank you higher as a result.
CONOD is marketing solutions manager for A Second Opinion, Pompton Plains, N.J. Contact her at firstname.lastname@example.org.